SCIP 2016 - Sales Pavilion

Collaborative Intelligence in a Networked WorldThe 31st Annual SCIP International Conference & Exhibition

May 16-19, 2016 | Orlando, Florida

#SCIP | www.SCIP2016International.com

Sales PavilionLeo BoultonDir. Competitive Intelligence, Cisco

[email protected]@LeoBoultonhttp://about.me/LeoBoulton18 May 2016

The 31st Annual SCIP International Conference & Exhibition

May 16-19, 2016 Orlando, Florida

#SCIP www.SCIP2016International.com

Outline

▸ The B2B Sales Organization

▸ Role of CI in Sales Enablement

▸ Direct and Indirect Tactical CI Activities

▸ Tips and Recommendations


Intro





The B2B Sales

Organization




Where does Sales fit?

▸ Reports to the CEO▸ Self sufficient > Get it done!▸ Very loud voice; heavy voting rights

Think of where is the CI Department?




QualifyOffer

(BDM)Closure Deploy SupportLead

Discovery

Tech Engagement

(TDM)

How does sales operate?

Pre-sales Post-sales




What is a sales person like?




Their Qualities and Careabouts

Qualities

▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________

Care abouts

▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________




Qualities

▸ People person▸ Extroverts▸ Explainers▸ Good friends▸ Honest▸ Get it done!▸ Trusted Advisors

Care abouts

▸Meeting their quota▸ Happy Customer▸ Keeping their job▸ Don’t waste time▸ Their reputation

Their Qualities and Careabouts




EngagementFramework– TechnicalSolutionDesign– Demonstratebenefits– ProofofConcepts

CIApplication:HIGH– Tacticalcompetitivedifferentiation– TechnicalFeatureComparisons– Salesstrategyconsulting

Typical B2B Sales Cycle

QualifyOffer


Discovery

Tech Engagement

(TDM)




EngagementFramework– TDMSponsorshiptoBDM– Negotiateterms

CIApplication:HIGH– Pricingguidance– Effectivesaleclosuretactics


QualifyOffer


Discovery

Tech Engagement

(TDM)





What if we fail?

QualifyOffer


Discovery

Tech Engagement

(TDM)


Role of CIin Sales




KIT: Information Flow and Analysis

News

Industry Analysts

Government Sources

Websites

Internal Employees

Industry Experts

Testing

Win/Loss Debriefs

Conferences

Battlecards

IntelligenceReport

Newsletters

Training

Intelligence Assessments

CompetitiveAnalysis




The Value CI Feedback Loop

CISalesHelp

Sell More

AnalysisSource


Direct Tactical Activities




Direct CI Tactical Activities

“Things that directly help Sales to sell more”




Ex. Battlecards

• PDF Format• 1 to 4 pages long• Updated quarterly or biyearly• Available on the road

Outline:• Vendor Positioning and GTM• Product Portfolio• How to Compete• Addressing FUD• Seed Questions• References and more




Ex. Competitive Deep Dives

• Power Point Format• 20 to 100 slides long• Updated quarterly or biyearly

Outline:• Vendor Background• GTM Model• Product Portfolio• How to Compete• Own Additional Value• References and more




Ex. Educational Webinar Series

• Monthly & mini series• Q&A• Polling• Reach: 500+ people• Recorded

Outline:• Varies




Ex. Competitive Offsite Training




Project ManagingDirect Activities▸ Gain internal sponsorship▸ Make it fun and interesting▸ Reuse content across formats▸ Make it findable▸ Make it portable▸ Keep it fresh


Indirect Dual Value Activities




Dual Value Tactical Activities

“Things that help Sales to sell more, and CI, and others”




Ex. Win Loss Sales Program







Ex. W/L Dashboard




Ex. Product Comparison Tools




Ex. War Gaming




Project ManagingDual Value Activities

▸ Keep a rigid update schedule▸ Have a program owner▸ Gain executive sponsorship▸ Sell the value to sellers▸ Incentivize participation▸ 2X value


Keep Sellers Happy




Final Thoughts▸ Protect their reputation at all cost▸ Don’t bug them too much▸ Losses hurt more than just pride▸ Avoid being too transparent▸ You can’t teach them how to sell▸ Focus on standards, consistency, and output quality

Collaborative Intelligence in a Networked WorldThe 31st Annual SCIP International Conference & Exhibition

May 16-19, 2016 | Orlando, Florida


Sales PavilionLeo BoultonDir. Competitive Intelligence, Cisco

[email protected]@LeoBoultonhttp://about.me/LeoBoulton18 May 2016


SCIP 2016 - Sales Pavilion

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